Specialist lender Foundation has unveiled a new brand identity, marking what it describes as a natural evolution of the business.
The lender, previously known as Foundation Home Loans, has adopted the shorter name Foundation as part of a wider rebrand designed to reflect its scale, maturity and position in the specialist mortgage market.
Foundation said the change represents a clear step forward as it continues to support brokers working with complex buy-to-let and residential cases.
The rebrand includes a simplified name, a refreshed visual identity and a new tagline: “Making mortgages happen.” The lender said the new identity is intended to better align its external presentation with the business it has become, describing itself as a leading non-bank specialist buy-to-let lender with strong systems, deep experience and a structure built around specialist lending.
According to Foundation, the updated brand places greater emphasis on clarity and structure, giving brokers a more accurate view of a lender designed to deal with real-world complexity.
A CLEARER EXPRESSION
Foundation said the rebrand would not alter its approach to underwriting, service or criteria. Manual underwriting, flexible criteria and direct broker support will remain central to its proposition.
Pete Ball, chief executive officer at Foundation, said: “Our old identity no longer showed the lender we had become. Foundation has grown, the market has grown, and brokers now deal with cases that need more clarity and more structure.
“This rebrand reflects the depth behind the business, the strength of our teams and the role we play in specialist lending.
“We make mortgages happen because our people have the experience to understand real cases and move them forward. That is what brokers need from us, and the new identity makes that clear.”
Alan Davison, chief commercial officer at Foundation, said the rebrand provided a clearer platform for communicating its proposition to intermediaries.
“This gives us a clearer platform to talk about our lending and the support we give brokers. The rebrand is not just a fresh coat of paint, it better reflects the systems, partnerships and expertise that sit behind our proposition.
“Brokers want steady decisions and clear communication. This identity helps us deliver that with more confidence.”
Grant Hendry, director of sales at Foundation, said the updated branding mirrors the way the lender already works with brokers.
“Our teams work with brokers on complex cases every day. The new identity mirrors the conversations we already have – simple, direct and focused on moving cases forward. Brokers will see a brand that fits the service they get from us.”
